Q&As

It is no surprise both list brokers and marketers are gearing up for the 2012 Election. Donor and voter lists are being evaluated as marketers prepare to get the word out for political parties and hopeful candidates. Will text messaging be part of the mix?

Prices for many categories of lists continue to drop from last year’s levels as a result of the overall economy and other factors, according to Worldata’s just-released Fall 2011 List Price Index.

Merchants can earn a better return on rewards, discounts or offers by targeting them to the right customers, using data about shopping behavior from sources such as online bank statements

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: How concerned are your clients about the prospect of reduced mail delivery?

Medical alarm provider Medipendant is launching an integrated direct marketing campaign next month centering on cable DRTV spots.

Breast cancer non-profit Bright Pink targets young women with a family predisposition to breast cancer. Sending opt-in users a monthly text reminder has proven an effective way to promote good health behavior

To make the most of mobile email, however, it’s critical that you think beyond the traditional messages you send to your customer’s desktop PC. Obviously you must optimize the physical format of the email to the device. But just as important is leveraging the mindset and motivation of mobile users.

Some 62.2% of Americans said that the economy would affect their holiday spending plans, spending a bit less overall. However, many of these consumers plan take advantage of discounts and sales.

Anyone looking to design a direct mail prospecting package for Cosmopolitan magazine should know that sweepstakes don’t boost responses, tote bag premiums don’t justify their cost and above all, sex doesn’t sell. At least, not on the outer envelope. (Inside the package is another story.)

That last point may be surprising, but the magazine conducted two multivariate tests within the past 18 months. The tests offer statistically valid results for the impact 12 changes had on response rates.

Segmenting your house file by RFM (recency, frequency and monetary value) may not be enough segmentation in today’s multichannel environment. Often, the goal is to mail fewer catalogs while growing the online business. I have always believed that one-time buyers hold the key to mailing “smarter” and accomplishing this goal. Here are some of the ways to segment one-time buyers in order to mail more cost effectively.